Theresa J. Nartea, Marketing & Agribusiness Extension SpecialistVirginia Cooperative Extension, Virginia State University

Box 9081, Petersburg, VA, tnartea@vsu.edu 804-524-5491

Marketin

g

FM Marketing Priorities

•Consumer Values

•Food Values

•Market Trends

Marketing Priority #1Offer

What Do Customers Value?

Focus on meeting

customer needs for:

Kotler, P., & Keller, K. L. (2009). Marketing Management. Upper Saddle River: New Jersey. Pearson Prentice Hall.

ConvenienceQuality &

Delivery

Service

AcceptablePRICE

Get Right the First Time

On Time

How Customers are Treated

Information, Care,

Consideration

Distance, Time, Remembering

Ease of the Event

Transaction

Expanding Value Concept

Brunt, D. & Kiff, J. (2010). Creating lean dealers. Retrieved from http://www.leanuk.org/pages/research_sales_intro.htm

Value Strategy for Farmers Markets

Marketing Priority #2Let’s

Talk

Food

Value

s!

Food is a Common ValueDemographic characteristics

have little influence on people’s food values. Food

is of value to all people independent of income, race, age, or education.

Lusk, J. L., & Briggeman, B. C. (2009). Food values. American Journal of Agricultural Economics, 91(1), 184-196. doi:10.1111/j.1467-8276.2008.01175.x

Food Value in Order of Importance

1. Safety2. Nutrition3. Taste4. Price5. Natural6. Convenience7. Appearance8. Environmental Impact9. Fairness10. Tradition11. Origin

Lusk, J. L., & Briggeman, B. C. (2009). Food values. American Journal of Agricultural Economics, 91(1), 184-196. doi:10.1111/j.1467-8276.2008.01175.x

safety

The extent to which

consumption of food

will not cause illness

Lusk, J. L., & Briggeman, B. C. (2009). Food values. American Journal of Agricultural Economics, 91(1), 184-196. doi:10.1111/j.1467-8276.2008.01175.x

Food Safety Cooking Classes

• Preserve Safe

• Store Safe

• Grill Safe

• Cook Safe

Photo credit: http://w

ww

.fcnp.com/im

ages/stories/012/checvalenciagood.jpg

Food Safety Information

http://www.foodsafety.gov

Food Safety from Farm to Plate

nutrition

Amount and type of fat,

protein, vitamins, and

other nutrients

contained in food

Lusk, J. L., & Briggeman, B. C. (2009). Food values. American Journal of Agricultural Economics, 91(1), 184-196. doi:10.1111/j.1467-8276.2008.01175.x

Medical Related Diets

Dairy-freeGluten-free

Low FatLow Sodium

SoySugar Conscious

VegetarianWheat-free

Losing WeightHealth Magazine &

Ladies Home Journal promoted

“The Farmers Market Diet.” Introduce

customers to diet and offer products related

to the menu plan!

Medical Related Diets

Dairy-freeGluten-free

Low FatLow Sodium

SoySugar Conscious

VegetarianWheat-free

Cosmetic Foods anti-aging

Healthy Hairhttp://www.webmd.com

Dark Green VegetablesBeansNuts

PoultryEggs

Whole GrainsOysters

Low Fat DairyCarrots

Glowing Skinhttp://www.webmd.com

Low Fat DairyBerriesPlums

WalnutsFlax SeedOlive Oil

Whole GrainsTurkey

Nuts

Photo Credit: http://en.sial.fr/ExposiumCms/cms_sites/SITE_508003/images508003/logo_food_beauty.jpg, http://www.nyofficelady.com/wp-content/uploads/2010/11/healthy-hair.jpg

Food Medicine: Nutraceuticals

Boosting Immunity

http://online.prevention.com/flu_immunity/list/1.shtml

YogurtOats

BarleyGarlicFish

ChickenTeaBeef

Sweet PotatoesMushrooms

Healthy Blood Pressure

http://www.mypyramid.gov

Sweet PotatoesWhite Potatoes

BeansTomatoes

Beet GreensSoybeans

Lima BeansWinter Squash

Spinach

http://www.ars.usda.gov/

Search: USDA Nutrient Database

taste

The extent to which

consumption of the

food is appealing to the

senses.

Lusk, J. L., & Briggeman, B. C. (2009). Food values. American Journal of Agricultural Economics, 91(1), 184-196. doi:10.1111/j.1467-8276.2008.01175.x

http://www.eatwell.gov.uk/

price

The money that is paid

for the food

Lusk, J. L., & Briggeman, B. C. (2009). Food values. American Journal of Agricultural Economics, 91(1), 184-196. doi:10.1111/j.1467-8276.2008.01175.x

A Farmers Market Value Menu?

Photo Credit: https://ae0afba34b-custmedia.vresp.com/0d96dd114a/Braintree%20FM%20Email%20art.jpg

• BOGO

• 10 for $10, 2 for $3

• Coupons

• Frequent Shopper Cards & Rewards

Marketing Priority #3Incorpor

ate Trends

Timing is Everything!

Reference: Tsai, E. (2010). When to adopt social media for your company. Retrieved from http://designdamage.com/blog/index.php/200909/when-to-adopt-social-media-for-your-business/

Innovators2.5% Early

Adopters13.5%

Early Minority

34%

Late Minority

34%Laggards

16%

Profit Opportunity

Mass Market

Top Consumer Trends for 2011

Reference: Trendwatching. (2010). 11 crucial trends for 2011. Retrieved from http://trendwatching.com/trends/pdf/trendwatching%202010-12%2011%20TRENDS%202011.pdf

Top Three Food Trends for 2011

Reference: National Restaurant Association (2010). Chefs survey: What’s Hot in 2011. Retrieved from http://www.restaurant.org/pdfs/research/whats_hot_2011.pdf

Putting Trends TogetherRanking #13 on

Food Trends:

Reduced Prices for

Mini-MealsHalf Portions

Smaller Portions&

Value Meals

Ranking #3 on Food Trends:

Sustainabilityof, relating to, or

being a method of harvesting or using a resource so that the

resource is not depleted or

permanently damaged

#1 Locally Sourced Meats & Seafood

#2 Locally Grown Produce

#10 Farm Branded Ingredients

#12 Locally produced alcohol

Top Marketing Trends for 2011

References: Trendwatching. (2010). 11 crucial trends for 2011. Retrieved from http://trendwatching.com/trends/pdf/trendwatching%202010-12%2011%20TRENDS%202011.pdf Wang, J. & Ohngren, K. (2010). 2010 10 and ½ trends to watch. Retrieved from http://www.entrepreneur.com/trends/index.html

Marketing Priorities Wrap Up

• Target Consumer Values

• Focus on Food Values

•Apply Market Trends

Theresa J. Nartea, Marketing & Agribusiness Extension SpecialistVirginia Cooperative Extension, Virginia State University

Box 9081, Petersburg, VA, tnartea@vsu.edu 804-524-5491

Thank you

& Questions